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AIR ASIA CASE STUDY

Each group will be assessed using the following criteria:
a. Case analysis – linking case phenomenon to lecture theme: 10%
b. Relevance to Context/Theory: 10%
c. Discussion Facilitation: 5%
d. Individual involvement: 5%

Week 9 Group 2 Case Study Presentation:
AirAsia: Analyse the case study using the relational based-view to support the leadership and
organization culture in AirAsia.

RELATIONAL BASED VIEW

Relational or often referred to as network-based view would inform
this week’s class. Networks are viewed as important resource to a
modern organisation where inter-firm relations and cooperation are
seen as strategic to organisational long-term success.
The AirAsia case highlights the importance of strong visionary
leadership and equally strong relational strategy framework. The
AirAsia case highlights the importance of relationship building in an
intra and global context in determining strategy.
Concepts and theories supporting collaborative and cooperative
frameworks are acknowledged as becoming increasing important in
knowledge transfer and organisational performance. The case study
recognises the leadership required to instil relational values in the
firm. It is in this regard, that the case study will be discussed.
Assessment 2: Group 2 will analyse the case study. In presenting the
case analysis the group will specifically address the theoretical base
on which the analysis is done. In so doing, incorporate relevant
journal articles as support.
Tutorial Activity: A relational-based view of IBS
. (1) What do we mean by relational based view?
. (2) How is relational view associated with networking?

(3) How can cooperation and collaboration enhance firm strategy internationally? .Corporate Cultural and its relationalship with leadership and sustainable organizational success http://outsourcemag.pdf using realtional based view to support the leaddership and ỏganisxation culture in air asia.%20%281998%29.edu.H%20%26%20Singh%2C%20H.au/bbcswebdav/pid-6842340-dt-content-rid- 37502373_2/courses/2017-HS2-INB30020-225579/Case%20Studies/Case%205%20- %20Week%208%20-%20Air%20Asia.. Relationship building How does relational based view affect company? Case study over view Literature review . (5) Is leadership and vision central to relational view of IBS? Discuss in the context of AirAsia.swin.Leadership and justice .au/bbcswebdav/pid-6842338-dt-content-rid- 37494869_2/courses/2017-HS2-INB30020-225579/Journal%20Articles%20- %20Readings/Week%2008%20Reading%20-%20A%20Relational-based%20View%20of %20IBS/Dyer%2C%20J. (4) How and why is trust associated with relational based view of IBS? .com/dyer-and-singh-the-relational-view-for-alliances-and-alignment/ Case Analysis . MICRO ENVIRONMENT Microenvironmental influences:  – Company .edu.Fairness and justice .swin.pdf https://ilearn. https://ilearn.%20The %20Relational%20View-%20Cooperative%20strategy.

. structure. Identify Strengths and Weaknesses within the Company using the information you gathered so far. and the threat of substitutes Initial analysis of the phenomenon – using the Company’s History and Growth – A company’s past can greatly affect the present and future state of the organisation’s growth. Who are the proponents of OJ? How were their interests met to justify OJ? . and growth. Investigate the company’s founding. Who are the stakeholders and how did they respond? . .  – Customers  – Collaboratorsand  – Competitors  – Special items to note include bargaining powers. critical incidents.

Is there a balance needed? .making processes OPERATIONAL STRATEGY  Analyse Implementations: identify and analyse the structure and control systems that  the company is using to implement its business strategies . OS & OJ) are exhibited? - .pdf - 1. informal decision. Business & Operational Level Strategies: o – Identify the process of production or service delivery o – Identify support mechanisms o – Outline the formal decision-making process.com/cdn/docs/common-docs/investor-relations/airasia-annual- report-2016. National Interest. https://www. Continue your case study analysis by examining and making a list of the value creation functions of the company determining who benefits and who loses.g. What theme elements (e. .airasia.

 Evaluate organisational change. Opportunity Identification Exposure to new products and markets Opportunity to integrate new knowledge into operations Generation of resources to sustain innovation efforts .  Implications: Strategic Outcomes (E) – Asinternationaldiversificationincreases. employee rewards.firms’ret urns initially decrease. Better Innovation 1. Better Performance ––– A. but then increase quickly as the firm learns to manage international expansion 2. and  other issues that are important to the company you are analysing. conflicts. levels of hierarchy.

Every recommendation you make should be based on and supported by the context of your case study analysis. . the company.g.Implications for Business Implications: Closing the case study and writing up Make Recommendations – Implications: The final part of your case study analysis should include your recommendations – e. society and government.